/Ana Marin domestika.

org

VANITY METRICS VS
ACTIONABLE METRICS

- Purchases - Followers
Actionable

- Convertion - Impressions
Rate
- Views

Vanity
- CAC - Likes
- CLV - Clicks
- Product Usage
/Ana Marin domestika.org

YOUR BRIEF
Why are you doing this? Business background, Company BRAND PROMISE
BACKGROUND goals, competitive environment, opportunities AND KEY MESSAGE

Whats is the particular objective of this strategy

OBJECTIVE (Remember SMART objectives) What are we
offering our
customer? how will
TARGET it benefit them? –
Define them as people, use your consumer persona(s)
AUDIENCE what the reader
should think, feel
MAIN This is the main challenge the Brand, audience or and do as a result of
CHALLENGE campaign must face/solve the campaign
strategy
TIMING AND When and how this campaign/strategy is required
PARAMETERS (including Budget)
/Ana Marin domestika.org

YOUR BRIEF
BRAND PROMISE
BACKGROUND AND KEY MESSAGE

OBJECTIVE

TARGET
AUDIENCE

MAIN
CHALLENGE

TIMING AND
PARAMETERS
/Ana Marin domestika.org

GOALS CHALLENGES WHAT CAN WE DO WHERE

Demographic and behavioral

ADDITIONAL

REAL QUOTES COMMON OBJECTIONS

Active

Selective

Use this format to write down the personality traits of your groups of clients. Where to find them and what do they
need and want.